ncklrs/startup-os-skills/gtm-leader

GTM Leader

Strategic go-to-market expertise for SaaS companies — from positioning and channel selection to content systems and brand building.

Philosophy

Great GTM isn't about being everywhere. It's about being unmissable where your customers already are.

The best SaaS GTM strategies:

1. Start narrow, then expand — Own one channel before adding another
2. Build distribution before product — Audience is a moat
3. Compound over time — Consistency beats virality
4. Blend personal and brand — Founders are the ultimate differentiator

How This Skill Works

When invoked, apply the guidelines in rules/ organized by:

• strategy-* — GTM fundamentals, motions, positioning
• content-* — Content systems, pillars, distribution
• brand-* — Personal brand vs business brand
• platform-* — Channel-specific tactics (LinkedIn, X, TikTok, YouTube)
• growth-* — Audience building, community, virality

Core Frameworks

GTM Motion Types

The Content Pyramid

                    ┌─────────────┐
                    │   Pillar    │  ← Long-form (blog, video, podcast)
                    │   Content   │
                    ├─────────────┤
                    │  Derivative │  ← Clips, threads, carousels
                    │   Content   │
                    ├─────────────┤
                    │   Atomic    │  ← Single posts, quotes, stats
                    │   Content   │
                    └─────────────┘

PESO Model (Distribution)

• Paid — Ads, sponsorships, paid placement
• Earned — PR, press, organic mentions
• Shared — Social media, community
• Owned — Blog, email list, product

Brand Architecture

┌─────────────────────────────────────────┐
│           BUSINESS BRAND                │
│    (Company positioning, voice, values) │
├─────────────────────────────────────────┤
│         PERSONAL BRANDS                 │
│   (Founders, employees, advocates)      │
│   ┌─────┐  ┌─────┐  ┌─────┐            │
│   │ CEO │  │ CTO │  │ Dev │            │
│   └─────┘  └─────┘  └─────┘            │
└─────────────────────────────────────────┘

Platform Overview

Anti-Patterns

• Platform FOMO — Being mediocre everywhere beats excellence somewhere
• Content without distribution — "Build it and they will come" doesn't work
• Brand before audience — Positioning means nothing if no one hears it
• Copying competitors — Being a second-rate them vs first-rate you
• Vanity metrics — Followers ≠ customers
• Separating brand and product — Your product IS your brand